Winning the Data Games of 2010

Data, data everywhere. But which attributes and behaviors really match your marketing goals? In 2009, new technologies and layers of user data flooded the marketplace. From social affinities to purchase patterns, demand-side agency platforms to optimization platforms for both buy side and sell sides. But in 2010, marketers need to roll up their sleeves and make these tools work more efficiently for their clients. It is not just about vetting the vendors and running tests anymore. Real money is coming online to be allocated in ways that prove their effectiveness. Execution is key, and behavioral targeting is now an integral part of that marketing mix.

The OMMA Behavioral series kicks off 2010 with a hands-on exploration of best practices. Offline data now is being leveraged for online targeting. How are the buyers judging its effectiveness and using it in concert with online data? Demand-side, audience-driven targeting was the rallying cry last year. But how are planners actually triaging the data to find the right audiences this year? Behavioral targeting always promised that when the metrics fell into place, it could drive offline sales. Where are we seeing and how are we measuring real world ROI? “Attribution” has become the new holy grail of marketing mixes, but how are planners actually modeling effectiveness now? We talked a lot about privacy in recent months, but now real policies and plans for speaking with consumers about their won data finally are in the field.

This is the year that the online data games move from theory to practice, from mere business proposals to real campaigns with serious budgets…and serious headaches. At OMMA Behavioral New York we will drill for best practices and focus on solutions, not sales pitches.
 

Some Attendees Include:

As we bring OMMA Behavioral to the heart of America’s silicon belt we explore the value that behavioral technologies are bringing to this new marketing focus on audience. For years, BT promised higher CPMs for publishers by monetizing them outside of premium inventory. Where and how are they finding that value? At the same time, for a few pennies more, these targeting approaches claimed to bring more efficiency and rationality to media buying by leveraging an audience’s state of mind rather than its composition. But are marketers really making the most of this opportunity even in a down market? Social media, where users are famously oblivious to ads, may be the ultimate test for targeting audiences rather than environments. Is it helping to crack that code?

OMMA Behavioral takes a unique look at how the behavioral layer is now a part of an increasingly complex marketing and technology “stack” of targeting tactics. What have we learned about its best place in the mix and the special value it brings to finding and understanding targets, not pages.